Salt Lake Telegram | 1922-06-07 | Page 4 | Chicago Banker Puts His Trust in Advertising

CHICAGO BANKER PUTS HIS TRUST IN ADVERTISING j Newspapers Offer Bet Me-j Me-j diura for the Big I-d-e-a,' Meaning "Interest, Desire,' Enthusiasm and Action AHKKPKK.V, B. U., June 7 Onmne titlun In huMness In coming hack into th world with a vengeance and the j merch.fnt, manufacturer or banker who ! expects In get ahead from this lime ' en limit realise that he must fight hi way upward, declared ieorg Wood1 ruff of Chicago, VU' prNlilni f lh ; NutiotiMl Jtunk tjf ih Kf public. In n ; ikI'Ik'h lif-fom tha Htui h lukott liutiknra' UMioOluti'in hrr today. "A'lvwrtlHiiiir M.nk," wm tha mh-Jrt mh-Jrt of Air, Wdodriiffa mirn. Ail- ' vcitlin, hit aM"rit-il, la tnn int ft' . fiTtlvn nf all wiipona In th fight f "r j ia uu.Uf ntiondbly th ' lliy llt-rthu" of I thfni all. I "Thi hlff Mh." anlil Mr. Woodruff, ppIllnir tha wfnl "idrt," "la to nocorn- pi i Hit (our thinK"- Th' four iIiIiikm may t eaaily rn.riitlvred lw ui. i wrltirn In iirroaUc Btyl', thry apcll the 1 word 'Idt-H. " Tha four word for which tha Mfera nlHiitls, tic auiil, an: Intvicat. d-air, f-nt hiiHljtjui Mnd Mvcllon. "l-'lrat, you niut fiiir lntPit.' ti I'uiiilhufft. "Vour iidvert.nr mrnt tnitat ho wHl laid out, ao uttructlvrly worded, an com pell lna; In nprwarnncn, that 11 will ai'ur the rotidrra' lntr-eat. lntr-eat. "Herondly, yoti muMt creata In th mind of yuur proMpi-rt (hn dealra lo littronstur hank and niaka ua tf lha aervlra It off era. You muat ahow how nd why it In advliMihla from tha rrilTa aiHitdjiouit to a-iv ininej. "I iiMittlnic l hilt your ndvi rt tubmen t hu a uroumMl intervat Mnd rreHted de-iin', de-iin', if It la to erura maximum re-MiiltM, re-MiiltM, muat brertha and Inspire an-thttaliiaiii. an-thttaliiaiii. It muat arouhit your read-Iiik read-Iiik puidln to aurh m decre of an- : thimluain over auvlna: money, over pay Ins btlla by rhm k or rntecinit their i vuliiabiea by atifety depoalt Ihix that itiry will ba rendy to put their deair tniii action. iw-mre our au vert lawmen law-men t may be ronaldereU a luccttsu II muni pninpt-i anion. Newnpitirtr adwrtlnlnic niuxt u aup-ported aup-ported by mira direc t udverllalnK, tia ' rontiiiued. Thla, he auld, can bo done thtonith houan orauna, iteraonnl appeal ttTa, blottera. foldr. bookicta. cal-endara cal-endara and noveltiea. ' llitnkera who do not belle v tlmt advert iaiiif ptiya are aleailily n-tlrlnr to tha burktrrtuntd,'' Mr. Woodruff continued. "Thla la aurely not to the diftadvantnirft of otir country, for bank publicity la daily turnlnff apendera Into avera and creating that aplrtt of unl-veraal unl-veraal thrift upon which Iha futura economln at ability of America niUMt nvcKatrily baaed."